Making Lives Easier, but Search Marketing Harder

Heads Up Search Marketers

Digital marketing agency in Fort Lauderdale, Tandem, reports on how new voice-driven technology may affect search marketing in the future.

More Google Updates Challenge Search Marketers

Google is at it yet again – they continue to create and innovate new technology that makes lives easier and better for its users, but more difficult for search marketers in Fort Lauderdale.

Shift Technologies COO, Minnie Ingersoll, explains, “Google’s DNA is doing something good for the user.” Essentially, Google is more interested in creating businesses with better experiences for its users and less interested in monetizing them. Google’s search marketing business, AdWords, generates an impressive $40 billion annually. So, what does the use of newly introduced bot technology mean for search marketing agencies?

For those who don’t know, bot technology refers to A.I. that uses voice-driven technologies like the Amazon Echo and the highly-anticipated Google Assistant. These tools utilize voice commands to execute tasks, answer questions, and perform search queries on the Internet. The question digital marketing companies in Fort Lauderdale are asking is, how do these bots distinguish between paid and free search results? Furthermore, how do users choose between a paid and a free ad to click on when using voice-driven search? For now, the answer is – they cannot.

In the world of search marketing, marketers rely heavily on text-based search ads to bring their brand, products, and services to individuals already looking for what their business may offer. With Google’s current ad model, businesses can develop targeted ads that appear on the search results page and pay Google a fee when their ad is clicked on (also known as Pay-Per-Click Advertising). The introduction of home A.I. technologies poses a great challenge to this current model and requires fundamental changes to the way search marketing is currently operating. However, these changes could potentially be very valuable to advertisers. As General Catalyst Managing director, Phil Libin, puts it, “When we get technology that gets people closer and closer to what they want, it’s harder and harder to inject what people don’t want – ads.” The idea is that because people will inevitably interact with fewer ads, the marketing messages will be better targeted and therefore more valuable.

As the notion of the “device” continues to fade away with A.I. technologies and cloud computing, advertisers and marketers will have to adapt to better ways to get in front of their audiences.

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